You Won’t Believe What This Question Does…
by Ed Dale
I’m always amazed at the power of a great question.
For me, there is one question in business I always use…
What is the job XXXX has been hired to do?
It can be used for the biggest, and smallest, business situations.
For example, when I’m providing feedback on clients websites, My first question is, “What’s this page being hired to do”?
It’s a strange turn of phrase. I think that’s part of its power.
It forces you to think.
When you ask what the job of the page is, you look at the page from the perspective of a customer.
To answer the question. You have to enter “the conversation in their head”.
The question contains an important assumption, what is the job…
Not jobs plural! job, the singular.
I see webpages trying to do too many things.
All. The. Time.
I had a client who was opening an acupuncture clinic. I asked, “who was he trying to attract? Who was acupuncture good for?”
His answer, (and this is very typical) “everybody”.
As I’ve said many times, I don’t know how to market to everybody!
So I tried a different tack.
Okay, let’s look at the top three reasons people come to visit you at your acupuncture clinic.
The third top reason was people who were suffering such chronic pain, having tried everything else, are prepared to have needles stuck in them…
Ooookay, lets hope the next two are better…
The second most popular reason people go to an acupuncturist – they are hoping to cure chronic migraines.
Acupuncture, apparently, is very good at this.
That’s better, I can work with migraines!
When I heard the number one reason people seek acupuncture treatment, I was blown away!
Turns out, it’s fertility treatment!
Well blow me down and call me shorty!
Imagine trying to create a webpage which appealed to both people who are suffering migraines and people who are trying to get pregnant!
It’s just not possible.
I did joke there was probably a tiny subset of people who were faking migraines to avoid getting pregnant…
Here’s the thing, how much does a webpage cost to produce?
Yet time and time again, people try to sell all the different types of groups in a niche with one page. It doesn’t make any sense.
Coming back to my favourite question…
“What is the job this page is hired to do?”
You can see that trying to appeal to both migraine sufferers and people trying to get pregnant is beyond my marketing capabilities.
Why not create two entrances to your site, one for fertility and one for migraines. You then build traffic funnels on those problems (Migraines and Fertility) rather than chase your tail advertising acupuncture!
There are so many other ways you can apply this question.
- What’s the job my book has been hired to do?
- What’s the job my blog has been hired to do?
- What’s the job this opt in page has been hired to do?
Such a powerful question.
It’s a great way to start any sort of thinking session about what you’re doing (and more importantly…why).
You tap directly into the conversations your prospects are having inside their head.
It also ensures you’re only trying to do one thing at a time.
We know the old sales truism, if you try to sell two things at once, you sell nothing.